Compete With The Immortals

Advertising Is The Place Where The Selfish Interests Of The Manufacturer Coincide With The Interests Of Society.

Hire People Who Are Better Than You Are, Then Leave Them To Get On With It. Look For People Who Will Aim For The Remarkable, Who Will Not Settle For The Routine.

I Notice Increasing Reluctance On The Part Of Marketing Executives To Use Judgment; They Are Coming To Rely Too Much On Research, And They Use It As A Drunkard Uses A Lamp Post For Support, Rather Than For Illumination.

As A Private Person, I Have A Passion For Landscape, And I Have Never Seen One Improved By A Billboard. Where Every Prospect Pleases, Man Is At His Vilest When He Erects A Billboard. When I Retire From Madison Avenue, I Am Going To Start A Secret Society Of Masked Vigilantes Who Will Travel Around The World On Silent Motor Bicycles, Chopping Down Posters At The Dark Of The Moon. How Many Juries Will Convict Us When We Are Caught In These Acts Of Beneficent Citizenship?

Do Not Address Your Readers As Though They Were Gathered Together In A Stadium. When People Read Your Copy, They Are Alone. Pretend You Are Writing To Each Of Them A Letter On Behalf Of Your Client.